Snapchat announced on Mar. 10 the launch of ‘Cricket in a Snap,’ an advertising initiative designed to help brands engage with fans during India’s cricket season. The offering features unique, high-impact formats aimed at connecting brands with Gen Z audiences, who are significant followers of the Indian Premier League (IPL) and drive substantial consumer spending.
The new campaign is positioned as an opportunity for brands to move beyond traditional broadcast advertising and interact directly with one of India’s most influential demographics. According to Snapchat, 85% of Gen Z in India follow the IPL, and this group collectively drives $860 billion in consumer spending. As their economic influence grows, platforms like Snapchat aim to become central hubs for real-time fan engagement during major cultural events.
Snapchat describes its platform as a digital stadium where fans participate through unfiltered banter, immersive augmented reality (AR) play, and trends that integrate cricket into daily online interactions. The company said it will offer a continuous stream of fan-created Lenses so users can express themselves and react to match-day moments as they happen.
The platform also highlighted changing media consumption habits among its users. It reported that while 55% of Snapchatters watch cricket live on television and 54% via streaming services, over 90% use a second screen during matches—often engaging in live conversations on Snapchat itself.
To support advertisers, Snapchat has introduced Exclusive Integrations that include official team content from franchises such as Mumbai Indians, Gujarat Titans, Chennai Super Kings, Punjab Kings, and Delhi Capitals. Additional content will feature player perspectives, expert analysis from sports broadcaster JioStar and publishers like Sportsyaari and CricTracker, along with behind-the-scenes access and meme culture tailored for Gen Z audiences.
The company said it is also leveraging Spotlight Challenges and AR features to encourage active participation from fans by turning match-day moments into viral movements. This approach aims to shift fans from passive viewers to active creators within the broader tournament experience.
As digital engagement continues to shape how sports fandom unfolds in India, initiatives like ‘Cricket in a Snap’ reflect ongoing efforts by social platforms to capture real-time cultural moments.
